Considering part of Lego’s audience is not yet at reading age, the design teams looked to visual forms of communication for ideas, landing on comic books as a key influence. This manifests in speech ...

Action graphics add dynamism, drama, and emotion to images using 58 Lego elements instead of words, while motion principles included branded ways of transitioning, editing or moving design ...

“We don’t buy every new set that comes out,” said Jonny Edmondson, a 38-year-old graphic designer at a mass gathering of Lego enthusiasts in Manchester in February. “We’ve got to eat.